BCM Provides Critical Steps in Branding; New Firm Says, It's Not Just a Logo - It's About Who You Are.Business Editors CHARLOTTE, N.C.--(BUSINESS WIRE)--Oct. 29, 2002 BCM BCM Baylor College of Medicine BCM Become BCM Business Communications Manager (Nortel) BCM Broadcom Corporation BCM Business Continuity Management BCM Business Contact Manager (Microsoft) (Branding and Change Management) Consultants International (www.BCMintl.com) recently opened its doors with the goal of "helping clients make their brands operational and profitable." BCM is founded on the premise that branding is not an end in itself, but the beginning of what is ultimately a corporate journey to truly define a company, its values, purpose and mission, corporate culture and, yes, perhaps, a new logo. It is about having the foundation and infrastructure to survive bad times and excel in good times. So what is the novelty? Branding has been and continues to be a buzzword A term that refers to the latest technology or a term that sounds catchy. If not a flash in the pan, new technologies become mainstream. For example, Java was a hot buzzword in the 1990s, but should remain a major topic for decades. used by managers and marketing firms around the world. Yet, the fact remains that most managers, employees and customers believe that a brand is fundamentally a logo and a name. The number of agencies and consultants that have promoted "branding" as their reason for being is staggering. Yet all they seem to do is provide nice logos, questionable names and complex identity guidelines. The rest is up to the client and that is where things fall apart. Most managers either do not have the time or do not realize that branding is a complex process that involves the entire organization, beginning with the employees. Unfortunately, these days "change" is equated with layoffs, in large part because managers forget to communicate with their staff and to be honest about where they are headed. "Our goal is to work with senior management to both define and implement the steps necessary to fully integrate a brand into an organization. Creating a brand that employees believe in and that resonates with customers." states Oliver Landreth, founder and President of BCM. Oliver Landreth has over 15 years of international experience, working with such clients as Malaysia Airlines, Elo Touch Systems, Leap Wireless International, Keebler, PepsiCo, Sonae (Portugal), Johns Hopkins University Johns Hopkins University, mainly at Baltimore, Md. Johns Hopkins in 1867 had a group of his associates incorporated as the trustees of a university and a hospital, endowing each with $3.5 million. Daniel C. (Italy) and Dupont. He graduated cum laude from the University of Pennsylvania (body, education) University of Pennsylvania - The home of ENIAC and Machiavelli. http://upenn.edu/. Address: Philadelphia, PA, USA. in Philadelphia and obtained his international MBA MBA abbr. Master of Business Administration Noun 1. MBA - a master's degree in business Master in Business, Master in Business Administration from the top ranked INSEAD INSEAD Institut Européen d'Administration des Affaires (European Institute for Business Administration; now know simply as INSEAD) INSEAD I Never Stop Eating And Drinking in Fontainebleau, France. He is a native speaker of English, French, Italian and Portuguese and is fluent in Spanish. He has lived around the world for over 25 years. BCM serves clients worldwide, particularly those facing cross-cultural management issues and is based out of Charlotte, North Carolina “Charlotte” redirects here. For other uses, see Charlotte (disambiguation). Charlotte is the largest city in the state of North Carolina and the 20th largest city in the United States. . |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion